Sheep and Goat

Industry
Animal Science Level 2

Submitted to:
Dr Shakti Ranjan Panigrahy
Assistant Professior

Prepared By:
V. Srinivasa Rao
04-2539-2014

Flow of Presentation
Introduction
Objectives Of Study
Research Methodology
Results And Discussion
Conclusion and Policy implication
References

INTRODUCTION
Mutton and Chevon stand for about one half meat supply.
Mutton alone comprised about 26%(10.01million kgs) of the total
meat production(39.12 million kgs) of Tamil Nadu in the year 200102.
In spite of growth in mutton production, the desired success in
creating employment and enriching the rural economy could not
be achieved due to the lack of adequate marketing infrastructure.
Thus the marketing becomes one of the weakest links in the chain
of activities concerned with production and disposal of mutton.
Unless special attention is paid to the marketing problems of
mutton the benefits of technological developmental programmes
of little use to the rural sheep farmers.
More pragmatic investigations and approaches are required to
understand the existing mutton marketing system to improve the
economic status of sheep farming.
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OBJECTIVES OF STUDY
The study was undertaken:
1.To analyse the Market Structure.
2.To identify the Marketing channels, work out the
efficiency.
3.To observe constraints prevailed in mutton
production and marketing and to suggest suitable
policy implication

RESEARCH METHODOLOGY
30 sheep farmers ware randomly selected from
Thiruvallur and kancheepuram district of Tamil Nadu
A total of 30 mutton markets intermediaries ware
randomly selected from 10 zones of Chennai and 3
blocks each of Thiruvallur and kancheepuram districts
of Tamil Nadu.

The selected mutton markets intermediaries

comprised of 10 retailbutchers,5 each of wholesale
butchers, commission agents, wholesaler cum retail
butchers and local village traders.
A total of 90 consumers were selected from 10 zones
of chennai.
The data regarding the sheep/mutton price at
different stage of marketing
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RESULT AND DISCUSSION

SOCIO-ECONOMIC CHARACTERISTICS OF SAMPLE FARMERS
are Presented in Table1 :Land Holding and educational Level of

Sample Farmers

Socio-economic group
Land holding group
Landless
Marginal(<2.5acres)
Small(2.5-5 acres)
Large(>5.0 acres)
Educational level
illiterates
Primary
Secondary
Collegiate
Total

Small farms
(10-25sheeps)

3
(42.86)
_

Medium farms
(26-40sheeps)

Large farms (in numbers)

(above 40 sheeps)

1
( 14.28)
3
(42.86)

3
(27.27)
6
(54.55)
1
(9.09)
1
(9.09)

5
(41.67)
4
(33.33)
3
(25.00)
_

1
(14.28)
3
(42.86)
3
(42.86)
_
7
(100.00)

2
( 18.18)
5
(45.46)
4
(36.36)
_
11
(100.00)

4
(33.33)
7
(58.34)
1
(8.33)
_
12
(100.00)
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CONT..

SOCIO-ECONOMIC CHARACTERISTICS OF SAMPLE

FARMERS are Presented inTable2 :Occupational
Pattern of Sample Farmers
Landholding
category

Landless
Marginal farmer
Small farmer
Large farmer
Total

Sheep rearing

Main
occupation
8
(72.73)
3
(30.00)
_
_
11
(36.67)

Total

(in numbers)

Subsidiary
occupation
3
(27.27)
7
(70.00)
5
(100.00)
4
(100.00)
19
(63.33)

Figures in Parentheses indicate percentages to total

11
(100.00)
10
(100.00)
5
(100.00)
4
(100.00)
30
(100.00)
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MARKETING CHANNEL
Five sheep/mutton marketing channels identified
in the study:
Channel I : Producer-Wholesale cum Retail butcherConsumer
Channel II : Producer-Local Village trader-Retail butcherConsumer
Channel III :Producer-Wholesale butcher-Retail butcherConsumer Channel IV : Producer-Local Village traderWholesale butcher - Retail butcher-Consumer
Channel V : Producer-Commission Agent-Wholesale
butcher-Retail butcher-Consumer
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Cont..

MARKETING EFFICIENCY:
Table-3 : Marketing Efficiency in Different Channel
in percentage

The marketing efficiency was least in Channel V(81.02)

AND highest in Channel I(86.82) the marketing
efficiency was found to decrease with increase in the
number of intermediaries
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CONSTRAINTS IN MUTTON MARKETING AND

CONSUMPTION
The sheep farmers and Market intermediaries in the study
area were asked to rank various problems encountered in
marketing sheep/mutton.
The problems perceived by the sample consumers in the
consumption of mutton were collected.
What are The Constraints In Mutton Marketing and
Consumption:
I. Production and Marketing Constraints Perceived by Sheep
Farmers
II. Production and Marketing Constraints Perceived by
Intermediaries
III.Production and Marketing Constraints Perceived by Mutton
Consumers
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Marketing Efficiency
-Efficiency for existing channels in sheep/mutton marketing was
measured using shepherds formula
ME=100- Total cost of marketing X 100
Total value of mutton marketed
Garrets ranking Technique: It was to analyse the constraints
mutton marketing for producers and intermediaries and also for
constraints felt by consumers in consumption of mutton.
Percent position by using the following formaula,
Percent Position =

100 (Rij-0.5)
Where , Rij- Rank given for the ith
Nj factor by jth individual
Nj- Number of factors ranked by the jth individual
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Production and Marketing Constraints Perceived by

Sheep Farmers
TABLE-4
S.
No.

Constraints

Non-availability of required fodder

Mean
Rank
score
68

Poor credit facility

61.14

II

Unremunerative price

57.74

III

Disease outbreak

50.29

IV

Theft

47.7

Poor veterinary health care facility

46.27

VI

Absence of organized marketing agency

44.19

VII

Lack of marketing information

42.86

VIII

Improper pricing for the product

33.46

IX

10

Others

32.91

12
X

Constraints Perceived by
TABLE -5
Intermediaries
S.NO.

Constraints

Intermediaries Intermediari
wholesaling
es retailing
stage
stage
Mean
score

1
2

Poor stage facility

Inadequate transport facility

Lack of information about marketing trend

4
5
6
7
8
9
10

Unremunerative price
Difficulty in processing
Lack of capital investment
Season
Dishonest workers
Mortality
others

rank

Mean
rank
score

40.5

_
IV

41.13
_

V
_

43

III

49.11

IV

76
_
51.2
37.75
36.5
30.2
18

I
_
II
V
VI
VII
VII

73.22
50.1
55.7
32.1
_
_
22.5

I
III
II
VI
_
_
13
VII

Constraints Perceived by Mutton

Consumers TABLE-6
S.NO.

Constraints

1
2

Price
Monthly income
Hygenic condition of mutton
stall
Health status
Availability
Family size
Storage
Taste
Season
religion

3
4
5
6
7
8
9
10

Mean
score
75.53
61.28

Rank
I
II

54.47

III

50.99
50.32
45.54
42.02
33.6
31.02
27.29

IV
V
VI
VII
VIII
IX
X
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CONCLUSION AND POLICY

IMPLICATIONS
Mutton marketing in the study area was found to be
purely competitive and among five observed channels
, Marketing efficiency was found to decrease with
increase in the number of intermediaries .
Non-availability of feed and fodder was considering as
one of the foremost constraints in sheep farming
In order to provide our consumers with good quality
mutton, necessary steps should be taken for hygienic
and efficient slaughter of sheep, standardization and
grading of mutton refrigerated transport vehicle and
cold storage facility.
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cont
Mutton processing plant should be established for
efficient marketing and utilization of mutton.
There is an urgent need for a price fixing agency for
mutton, similar to NECC and BCC in poultry Industry ,
to be set by the government or Non Governmental
organizations since the mutton marketing in Tamil
Nadu completely unorganized.

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REFERENCES:
Indian organization .Bain, J.S.Wiley and sons,New
York,1959
Rao,RM.and P.R.Ram.,1992. Marketing of Sheep in
Nellore District, Andhra Pradesh. Indian Journal of
Agricultural Marketing, 6(1):33-39
Reddy, G.P., Rao, G.V.K. and Chowdary, K.R.,2000.
Marketing of live sheep in and around Hyderabad.
Annual conference. Livestock in Different farming
system .28-29 December, 2000,TANUVAS, Chennai.p.90

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Thank you..?

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